SOURCE: Responsys

Responsys

January 22, 2014 08:00 ET

Responsys Acquires Leading Cloud Provider of Mobile and Web Push Notifications, Push IO

Responsys Adds Enterprise-Class Push Messaging Platform to Interact Marketing Cloud

SAN BRUNO, CA--(Marketwired - Jan 22, 2014) - Responsys, Inc. (NASDAQ: MKTG), a marketing cloud software and services leader, has acquired Push IO, a leading push notification provider. As the ability to receive push notifications expands beyond mobile phones and tablets to any Internet-connected system -- such as desktops, e-readers and entertainment systems -- the Push IO platform will enable Responsys customers to orchestrate relevant marketing experiences within and across devices. Financial terms of the deal are not being disclosed.

With the prediction that the world will have 75 billion devices connected to the "Internet of things" by 20201, push becomes a critical channel for digital marketers looking to reach their consumers, not just via their mobile phones and tablets, but across this growing number of connected devices. A recent Responsys survey2 of U.S. consumers found that 68 percent of consumers that have downloaded brand apps have enabled the app's push notifications. Amongst those consumers responding, 70 percent or more of them found all types of communications, including order updates and location-based notifications, to be valuable. No surprise then that Forrester Research recently reported that marketers witness 50 percent higher open rates on push notifications versus email, with click-through rates up to twice as high as well.3

Yet, marketers have been forced to rely on technologies that constrain their push efforts to a silo; rather than allow them to communicate in an orchestrated way across digital channels and according to a customer's behaviors and preferences. Once integrated into the Responsys Interact Marketing Cloud, Push IO's platform is expected to provide marketers with the unique ability to deliver push notifications across devices as part of an orchestrated customer journey that includes SMS, email, display and more.

"While push notifications are primarily delivered over mobile devices today, with the right technology, marketers will soon deliver push notifications through all web browsers, gaming devices, entertainment systems and more," said Michael Della Penna, Senior Vice President of Emerging Channels at Responsys. "As this vision becomes a reality, it will be increasingly important that marketers orchestrate push with marketing messages sent across other channels, such as SMS and email, so as to enhance the customer experience while accelerating sales. With Responsys' purchase of Push IO, Responsys will be the only enterprise-class marketing cloud provider to offer a complete mobile and web push solution within a holistic marketing orchestration platform."

"We've led the industry in developing and delivering truly automated, real-time, personalized and multi-platform push notifications, but our customers are increasingly looking to deliver more tightly coordinated cross-channel interactions," said Dan Burcaw, Co-Founder and CEO of Push IO. "As a result, we believe push does not belong in a silo, but should be part of an orchestrated marketing experience. That's why we are so excited about our new home at Responsys."

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About Responsys
Responsys (NASDAQ: MKTG) is a leading marketing cloud software and services company. Our mission is to enable the smartest marketing in the digital world. The most respected brands across the globe use the Responsys Interact Marketing Cloud to manage their digital relationships and deliver the right marketing to their customers across email, mobile, social, display and the web. Our customers gain competitive advantage through the automation, individualization, and coordination of cross-channel marketing interactions at massive scale. Founded in 1998, Responsys is headquartered in San Bruno, California and has offices throughout the world. For more information about Responsys, visit responsys.com.

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Any unreleased services or features referenced in this or other press releases or public statements are not currently available and may not be delivered on time or at all. Pricing and availability are subject to change. Customers who purchase Responsys products should make their purchase decisions based upon features that are currently available.

1 Source: Business Insider. The Future Of Digital: 2013 [Slide Deck]: http://www.businessinsider.com/the-future-of-digital-2013-2013-11#-133
2 Source: Ipsos Observer survey of 1,200 U.S. adults, representative of the online adult population, conducted from October 25 to November 6, 2013
3 Source: Forrester Research: Push Mobile Engagement To The Next Level. Thomas Husson, Oct. 2013. Page 9.